Dorsett Mitsubishi serves Terre Haute and a 70-mile radius and is located on Terre Haute's busy Highway 41 South. Owner Brian Dorsett is well known in the area as a professional athlete – a former MLB catcher and powerful hitter. The strengths of the dealership lie in its staff, systems and service.

With two stated business goals – to increase automotive sales and to increase service sales – Dorsett sought to develop a sound sales and marketing infrastructure and create a positioning statement. The former tagline, “Catch a Dorsett Deal,” while it was based on the owner's positive reputation in professional sports, focused only on the automotive sales side of the business. A new tagline was needed to pull together the dealership's two revenue streams – automotive sales and service sales – into one active statement and provide the foundation for creating a strong and positive culture for the dealership.

Utilizing MillerWhite's proprietary protected formula, Unlocking the Power of Your Pledge®, Dorsett and MillerWhite collaborated to develop a new pledge and tagline. The pledge chosen by Brian Dorsett was “We focus on giving people the driving experience they want backed by the services they can trust.” The tagline, “Drive It Home With Dorsett,” provided the consistent thread to which all elements of marketing could respond – sales, service, public relations, advertising and interactive media. Initially, implementation tactics focused on refining the culture of the dealership to reflect the new pledge and tagline. MillerWhite then worked with Dorsett to implement the pledge and tagline externally through public relations tactics, television and radio ads and promotions, outdoor boards and store signage.